Social Media Calendar Plan

🗓 Social Media Calendar Plan Template

Plan your upcoming social media posts with your remote, distributed team!

A social media marketing plan is a list of everything you intend to achieve on social media, guiding your actions and letting you know whether or not the strategy is working.

However you plan to approach social media marketing, it's crucial to do so in a way that minimizes time spent executing the plan and maximizes your return on investment. To do that, you'll need a strategy that you can repeat and adjust over time.

The more specific a social media marketing template you make, the more effective it will be. Still, it should also be concise and easy to measure.

Step 1. Determine Your Objectives

Before making any decisions, you need to know your objectives for your business on social media. After all, you're going to invest serious energy and resources into this venture.

Know Your Resources

Rather than blindly signing up for every social media network you can think of, pick just a few and consider the following:

  • Time: How much time each week can you dedicate to focusing on a social network? Plan to spend about an hour a day per network; this number might grow as your engagement does.
  • Resources: Many platforms like Instagram, Pinterest, and Snapchat focus on visuals. Even Facebook and Twitter need some kind of design to capture user attention. These visuals take time to implement.
  • Audience: Do you know which social media platforms your target demographic uses?

Seek Inspiration

Your brand should be unique, but you can still draw inspiration from companies with a significant social media presence.

Start with businesses you already enjoy following on social media. Then, remember what compelled you to follow them in the first place. For example, National Geographic has a massive Instagram following thanks to a powerful combination of interesting captions attached to stunning photos.

Step 2. Understand Your Audience and the Competition

Social media analytics are valuable sources of information about your audience and how they interact with your brand and others on social media. These insights help you refine your social media marketing template to target your intended followers better.

Create Audience Personas

Knowing your audience and what they want to see is essential to succeeding at social media marketing. This knowledge helps you create content you know they will enjoy, comment, and share with others. You should know several key points about your customers, including:

  • Location
  • Age
  • Typical industry or job title
  • Average income
  • Interests

Scope Out Competitors

Chances are good that your competitors are already on social media, meaning you can learn from whatever they're already doing.

  • Conduct an analysis: A competitive analysis helps you gain information on your competition and what they do well. You'll learn what to expect for your industry and how to set your own social media targets.
  • Use social media listening: Search your competition's company name, social media usernames, and other relevant keywords on various platforms. You can see what they're sharing and what other people say about their business.

Step 3: Create Compelling Content

You won't gain new followers or customers without giving them something to return to. Now that you have data about your audience and what they like about competing brands, you're prepared to develop your own compelling content.

Set a Posting Schedule

A business' content calendar lists what dates and times you post content on various platforms. It's where you plan all of your social media activities, including link sharing, posting images, and retweeting user-generated content.

Posting Frequency

If this is the first time you've developed a social media marketing template from scratch, you have likely not yet figured out how often you should post to each network for maximum engagement. Posting too often can annoy your audience, but posting too often makes it seem like your account isn't worth following.

The following posting frequency recommendations are a good rule of thumb:

  • Instagram: 3 to 7 times a week
  • Facebook: 1 to 2 times a day
  • Twitter: 1 to 5 times a day
  • LinkedIn: 1 to 5 times a day

It can take time testing content to see which kinds of posts work best with which of your social media networks, so stay flexible and prepare to regularly update this section.


A social media marketing template is a crucial document for any business. Once more data comes in, be sure to regularly re-evaluate your strategy so you can refine it in real-time.